GlobalSpec's own Linda Uslaner, Director of Product Management, was interviewed for eMarketers latest report "Email Marketing Benchmarks 2017: Metrics Steady as Data Creates Better Context and Relevance." You can view the entire report here. Sustaining and growing subscriber lists is another aspect of email marketing that’s also improved. A July 2016 poll from software services... Continue Reading →
5 Lead Nurturing Staples to Drive Sales
Studies have shown that 70 percent of new business can come from long term leads. To have a high rate of success at converting long term leads, companies must be able to optimize these five important lead nurturing processes. 1. Align marketing and sales teams Lead nurturing requires buy-in from both your sales and marketing... Continue Reading →
Four Guidelines for More Effective Marketing Measurement
More than ever, executives are demanding accountability for marketing expenditures. The need to show return on marketing investment (ROMI) often leaves marketers dwelling on questions such as: How much did this email campaign contribute to the bottom line? How much revenue did that banner ad produce? However, these might not be the best questions to... Continue Reading →
The Two Types of Marketing Essential to Your Success
Most industrial marketers are familiar with the terms push and pull marketing. Others use the phrases outbound and inbound marketing, or creative and directional. Whatever their names, these two types of marketing are essential to your success. Though they are different, creative and directional advertising must work together to form an integrated marketing strategy. As... Continue Reading →
How Many Marketing Channels Are You Using? Why the Cross Media Multiplier Can Work For You
By this time of the year, you should have a good idea of how your 2017 marketing plan is performing. You may even be looking ahead to 2018. The recently updated Marketing Planning Kit is designed to help you assess your current marketing mix with an eye toward creating an even stronger marketing plan for... Continue Reading →
How to Connect with Younger Engineers
As a marketer, you likely have long-term relationships with many seasoned engineers who are in leadership roles and in a position to influence decisions and make purchases. You’re probably comfortable communicating with this engineer. They are likely comfortable with your brand and know what you stand for. These engineers are the strongest advocates for your... Continue Reading →
How to Match Content to Stages of the Buy Cycle
Through research and direct experience, we’ve learned a lot about the engineering buy cycle. According to the GlobalSpec “Industrial Buy Cycle Study,” a buy cycle averages 12 weeks in length, is continuously beginning anew, and consists broadly of three stages: Research & Analysis, Comparison & Evaluation, and Purchase. Here’s what else we know: • Supplier... Continue Reading →
Five Essential Thought Leadership Guidelines
Establishing your company as a thought leader provides benefits beyond what a marketing or advertising program can deliver on its own. As a thought leader, your company will gain credibility in the market and become a trusted adviser and partner. Potential customers will gravitate toward your products and services. Journalists will seek you out... Continue Reading →
Why You Should Take Time for a Mid-Year Marketing Checkup
Believe it or not, you’ve been executing your 2017 marketing plan for six months. How’s it going? Whether you’re floundering or charging full steam ahead, we recommend you perform a mid-year marketing checkup. A mid-year checkup will help you take steps to keep your marketing plan healthy and on course. You’ll discover what’s working, what’s... Continue Reading →
Eight Ways to Transform Your Technical Content
For some engineers, component specifications and technical details are all they need to make a buying decision. But as purchases become more complex and the risk associated with making the wrong decision increases, a greater number of decision makers, recommenders and influencers get involved. Technical content on its own is no longer enough to sway... Continue Reading →